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| Don't Let Your Brand E-vaporate Online ONLINE STRATEGIES TO MAINTAIN YOUR BRAND'S EQUITY ON YOUR WEB SITE |
- No one will argue that the Internet has created a revolutionary way for consumers to seek out information. Each day the number of consumers discovering and using the Internet is growing exponentially. Who are they? They're investors, purchasing agents, corporate buyers, potential business partners, suppliers and housewives.
 They are using it to visit your web sites to learn more about you, make purchases, comparison shop, research products and services and to interact with the you online.
Unfortunately many marketers are not maximizing this opportunity because they fail to make their Web site an extension of their brand. Even if they have mastered the art of branding through every other form of communication, their web site still suffers as they continue to learn more about the web's capabilities and limitations.
Consider this. Most people who have punched in your web address have previously experienced your brand in another, more traditional medium. They've either seen advertising, read brochures, attended a seminar, or have been handed a business card. If you have gone through the rigors of creating a well-developed brand image, the last thing you want is for that brand image to evaporate once the consumer has gone online. Here are a few strategies to maintain your brand online and enhance your consumers' Brand Experience:
Determine your Web site's purpose
Do you want it to increase inquiries? Do you want it to increase sales, directly? Do you want it to showcase your products? Do you want it to be an alternative distribution channel? Will it simply provide more information? If you don't know what its purpose is, how will you know if it is working?
Let consumers recognize your web site
One of the biggest mistakes is also one of the easiest to avoid. You should identify key brand attributes (visual attributes, messaging attributes, audio attributes, etc) that will work on your site. Use brand colors, graphics, tone, personality, etc. that they have already seen to help consumers feel comfortable.
Make your web site quick, easy to use and relevant
Your site needs to convey essence and value quickly. Some research suggests that we have become so spoiled with the speed of the Internet that most of us will not wait more than 5 seconds for each page to load. Your site should contain only relevant information that is easy to find, simple to navigate and does not take the visitor through unnecessary pages to get to what he or she is looking for. Graphics should also be kept to a necessary minimum. Necessary enough to represent your brand, but minimal enough that speed is not sacrificed.
Create a personal experience that builds a consumer relationship
In a retail environment, consumers can touch, hold, feel and test products before they buy them. They can also speak with sales personnel to help determine how the product can best satisfy their needs. It makes them feel better and more confident and a relationship builds if they can interact with the product. You can create that same interaction by creating a personal experience simply by allowing visitors to email questions, input personal specs (i.e.: Gateway Computers) or by allowing them to print coupons.
Enhance brand appeal through stellar customer service
Your site should offer consumers experiences that match or exceed offline interaction with your brand. The consumer who uses the Internet to research products or services is likely using it to save time. Don't let them down by responding to inquiries at a snail's pace.
Create the perception of "community" by linking related Web sites
Just as a salesperson may suggest a complimentary store for related items (not competitive items) your Web site can do the same. By providing links to related Web sites you tell your consumers that you care about their overall well being, not just making a sale. It's the kind of goodwill companies are using to help take their customer service to a new level.
Kilmer Kilmer Marshall Duran is a strong advocate of the power of branding. To learn more, please call us at 505.260.1175 or 800.260.1165. Our e-mail is kilmer@k2md.net.
© 2001 Kilmer Kilmer Marshall Duran, Inc.
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